The fade fad

Tans have faded in and out of style as predictably as they do the skin.

Tans have faded in and out of style as predictably as they do the skin. Currently, they're out, as the result of a trend merging health and wellness with beauty and, presumably, as a result of the organizations that have spread awareness about the damage of sun exposure. Organizations are now partnering with the beauty industry for promotions that will continue to spread awareness and keep tans “out” for good.

Last October, beauty editors and dermatologists at the Annual Skin Sense Gala confirmed that the “appeal of a deep, bronze tan is fading.” Also last October, the Skin Cancer Foundation soft-launched its first national-awareness campaign, “Go with your own glow,” that decries sun exposure and promotes the idea that tanning as a lifestyle should be over. But the foundation only recently began reaching out to bloggers and mainstream media for attention given that spring and summer are typically the foundation's busiest.

“Everyone wants the Skin Cancer Foundation stamp on their beauty category,” said Erika Mcglone, associate VP at 5W PR.

The agency hooked the foundation for its second annual Body Beautiful Symposium that aims to showcase its expertise in beauty, health, and wellness among the industry insiders and media invited. The event takes place on Earth Day and provides the foundation with an opportunity for industry exposure.

“Everyone wants to sit next to people who are like-minded,” added Mcglone. “[The partnership] enables us to marry major brands looking to develop more healthful products with a business foundation that may not associate itself with only one brand.”

The foundation created a video for the campaign launch, which it will show at 5W's event, as well as a PSA created pro-bono by Partners & Jeary.

“It's a great venue because the media attends, [and] with our PSA's launching, everything is hitting at once,” said Erin Mulvey, director of communications at the Skin Cancer Foundation.

5W made a donation to the foundation, supporting its participation, and also plans to donate proceeds from the sale of the foundation's exclusive line of products to the campaign.

Also in style:

Everything sounds better with a British accent
London's coveted Topshop will open its first US location in SoHo in October, enticing consumers not only with affordable fashion, but also with authentic Topshop employees, accent and all, to work the store for its opening weeks. The store may also unload a fleet of red double-decker buses to “celebrate” and promote the launch, reports WWD.

Blogs enter the convo
WWD reports topics of conversation at an FIT panel, “Women Rule Fashion,” and apparently blogs are now top of mind for influential women in the industry. Vogue's fashion news and features director Sally Singer told WWD, “The work of my predecessor…was often just to say what had happened on the runway. Almost overnight, that changed entirely. We have to make fashion that much more interesting when we present it.”

Bangs or no bangs?
A hair blog exposes a seemingly untapped consumer desire and platform for polling in the beauty category

France's latest criminal
France's legislature adopted a bill that could levy criminal charges against Web sites, magazines, and ads that incite anorexia or extreme thinness with pro-anorexia messages.

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